STRATEGY ANALYSIS FOR WORKTOCREATE TO ENTER THE RETAIL FURNITURE INDUSTRY AND THE PROPOSED MARKETING STRATEGY

• Main Author: Miharja, Ghianinda
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/48249
• Institution: Institut Teknologi Bandung

Worktocreate, a small-medium enterprise that offer interior construction service for businesses (B2B), is planning to expand its business scope to furniture retail business. This strategy is aimed to add the company’s source of income in order to achieve long-term cashflow stability, to diversify in Bandung’s competitive interior construction business market and to reduce the risk of no cashflow in idle period. This research is aimed to provide a reasonable decision as to whether the company should expand its scope to furniture retail business and to provide marketing strategy following the decision. This research is also aimed to provide alternative strategy if the decision end up not supporting the initial plan. In order to give a justifiable decision, this research will in advance try to understand the external environment by implementing PEST, Porter’s 5 Forces & competitor analysis along with internal environment by implementing marketing mix analysis, resource analysis and value chain analysis. The result of this research decides to not recommend the company to enter retail furniture industry and recommends to strengthen the current business instead as an alternative. Using TOWS analysis, this research come up with 4 alternative strategies and recommendation which are to hire marketing employee, internet marketing optimization, customized furniture (non-retail) and company legalization.